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Brief Published: 12 Feb 2020

Richard Quinn Designs Depop-Only Collection

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In another coup for rapidly growing resale platform Depop, British designer Richard Quinn has released a lower-priced collection exclusive to the app in a bid to reach the sustainably minded Gen Z customer.

Ranging in price from £45-285 ($55-369), the collection includes affordable sweaters emblazoned with slogans such as “do you speak fashion?”, appealing to the tongue-in-cheek humour favoured by Gen Zers, as well as to their budgets. Additionally, the items are made from end-of-roll fabric leftovers from Quinn’s runway collections and are – like all his collections – sustainably sourced, printed and made in his South London studio. Alongside printing for his own collections there, Quinn also runs a side business, supplying fabrics for a number of other fashion houses including Burberry and JW Anderson.

Depop has rapidly gained popularity amongst young shoppers who are becoming more environmentally conscious and aware of the eco-downfalls of fast fashion, choosing instead to buy vintage items and then sell their own. Therefore, the app not only appeals to their need to behave and shop sustainably, but also to the ‘side-hustle’ culture so prevalent amongst Gen Z – not unlike Quinn’s own business model. Read our Dynamic Youth report for more.

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Richard Quinn x Depop
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Richard Quinn x Depop
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Richard Quinn x Depop

Brands such as Ralph Lauren have previously joined forces with Depop after noticing the growing interest in the resale platform’s vintage items amongst young consumers. This collaboration is a perfect fit for Quinn, as it allows him to engage with a younger demographic who most likely can’t yet afford his seasonal offerings. It also aligns his brand values with Depop, which equally champions sustainability, creativity and a strong work ethic. Quinn’s venture identifies an innovative opportunity for designers to collaborate with resale platforms, which often sidestep brands entirely.

For more on the power of resale platforms, see Leveraging Longer Product Life and our Maximising the Resales Opportunity reports: Cohorts & Communities and New Tools & Tactics. See Gen Z Style IRL for more on the style and habits of Gen Z consumers.

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